Leo Burnett Iberia in Madrid created a buzz around the launch of TV show Alcatraz for Spanish TV broadcaster laSexta with a campaign that involved real prisoners delivering genuinely disgusting 'prison style' meals as takeout. Journalists, bloggers and others were served up with free meals on prison trays, alongside a dossier of information about the series and its premier. Meanwhile, people could order meals via the Alcatraz Delivery website, or by phone, and experience it being delivered by real prisoners (with police escorts). The stunt spawned virals, posters, social media posts and even a customer service center to receive complaints. According to the agency, Alcatraz was the most watched premier of the season , watched by 4.8 million viewers.